Mastering B2B

Social Media

I’m Brian Halligan.Nice to meet you.

@KippBodnar

I’m Kipp Bodnar.Nice to meet you.

I’m Brian Halligan.Nice to meet you.

@JeffreyLCohen

I’m Jeff Cohen.Nice to meet you.

I’m Brian Halligan.Nice to meet you.

amzn.to/b2bsm2

We wrote The B2B Social Media Book.

#B2BSM

B2B isn’t Boring.

60% of the sales

cycle is over – before a

buyer talks to your

salesperson.91

CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7

B2B>B2C

Business to People.

Your opportunity, to shine.

Relationship based sales.

Already have the expertise.

Clear customer Personas.

Closed Millions In Sales From Online LeadsROI – 2800%!

#B2BSM

B2B Myths Busted.

@KippBodnar

Marketing is an asset NOT an expense.

“” Tweet This!

B2B SOCIAL MEDIA ISABOUT SELLING.

@KippBodnar

Your goal shouldn't be to buy leads. Your goal should be to buy customers. In order buy customers, you need to buy credibility.

“” Tweet This!

73% of CEOs

don’t believe

marketers drive

revenue.91

FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ

Leads fix the problem.

1Tweet

Form

Landing Page

How Social Media Leads Happen

Lead

Like CTABlog Post

Landing Page

+1 CTAProduct Page

Landing Page

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast4

1

5 Optimize for Maximum Leads

The self life of a social media link is 3 hours.

BITLY, 9/2011

Share lots of links.

B2B SOCIAL MEDIA HASCLEAR ROI.

@KippBodnar

If you can’t count it, why do it?

“” Tweet This!

Math Ahead

TLV-COCACOCA =ROI (%)

Total Lifetime Value.

Cost of Customer Acquisition

First-Action Attribution: User Clicks Link on Twitter

Reads Blog Post

Signs Up For Webinar

Attends Sales Call

Looks at Product Page

Buys Product

Last-Action Attribution: Clicks on a PPC Ad

First- Vs. Last-Action Attribution

10K-3K3K =233

(%)

B2B SOCIAL MEDIA ISONLY ONE PIECE.

@KippBodnar

Social media amplifies the effectiveness of offline marketing, it doesn’t replace it.

“” Tweet This!

Trade shows are social too.

GOAL: Use Social Media To Promote Offline Events

5,000 T-Shirts.

RESULT: 235% Increase in event tickets distributed and 95% redeemed

B2B SOCIAL MEDIA ISABOUT REACH BUILDING.

@KippBodnar

B2B companies should obsess about building reach as much or MORE than B2C companies.

“” Tweet This!

The Social Web Rewards Reach

Social reach is the new word-of-mouth referral engine .

THE

10-4-1 RULELinks to third-party articles

Links to company blog posts.

Link to a company landing page.

You’re the Star.

THANK YOU.

I’m Brian Halligan.Nice to meet you.

amzn.to/b2bsm2

We wrote The B2B Social Media Book.